A Key Puzzle Piece: Target Marketing

Without a Target Market is Without a Direction

99.99% of the time, you, as a business owner have a clear understanding of who you’re targeting and what niche they’re in. You know exactly what their demographic, social, and economic background is and you’re using that to your advantage to better target those who you want your product to reach.

Along with all the other key steps and activities you need to figure out and decide on before your business is even actualized, pinpointing who your target market is one of them (or at least should be!) I mean, if YOU don’t know who your product is catered for, who is going to be inclined to purchase it? If you don’t know, they don’t know. It’s like shooting a dart without any sense of direction … what makes you think that a directionless shot is going to reach the bullseye? In fact, chances of that dart reaching anywhere near the bullseyes are slim to none.

And as a business owner, you would never want to spearhead and build the foundation of a business aimlessly wandering, hoping that you’ll attract just about anyone 😳.

The Importance of Target Marketing

Target marketing is a strategy that breaks large markets into smaller segments to concentrate on a specific group of customers within that audience. Most often, businesses segment based on characteristics such as demographics, psychographics, business industries, and geographic areas. Demographics consist of age, gender, education, marital status, race, and religion. Psychographics consist of values, beliefs, interests, personality, and lifestyle. Business industries consist of the actual industry. And finally, geographic areas consist of neighbourhood, area code, city, region, and country.

Now, some of you might be asking, “why is it important to have a target market?” Don’t you want to be able to serve everyone, and not just a specific and limited niche of customers? Won’t you get more customers if you attract everyone? The more the better, right? Well … not really.

When it comes to the world the marketing, things work a little differently around here. If you’re trying to attract everyone, it’s going to be challenging reaching anyone. Why? Because vague and generic messages that could appeal to anyone aren’t going to resonate as well with everyone. Are you starting to get the pattern here hehe 🤭? People like feeling special and personal, so specific and direct communication is the way to go if you want to reach your optimal audience. Having a personal message also means that you are more likely to attract and convert high-quality leads and bridge stronger customer relationships, which is always good 😌!

Target Marketing: Part of a Bigger Puzzle

As a business, you have priorities and constraints on your resources. Most likely, you don’t have the capacity or capability to effectively reach everyone with your message. With these limitations, target marketing allows you to focus on your best potential customers and compete successfully.

Because of its importance, target marketing is part and parcel of a comprehensive and inclusive marketing strategy. It’s one of the key puzzle pieces to your complete strategy, and a puzzle is never complete with even one piece missing. So, make sure you don’t lose that one critical piece 🙂!

Why Is Chinese Marketing So Important For My Business?

Welcome to Vancouver: A Diverse City

If you own a business or work in one, you probably know that the majority of your client base is multicultural and consists of different backgrounds and heritages. Heck, even if you’re an everyday resident of Metro Vancouver, you know that you live in an inclusive city. Am I right or am I right? Just take a look around outside … I think I’ve proven my point hehe.

As of 2017, Vancouver is the “most ‘Asian’ city outside of Asia.” That’s a bold statement by the Vancouver Sun, but what exactly does that mean? Well, let’s take a look at some other cities and their facts first. 33% of San Francisco’s residents have Asian backgrounds. That number is 21% for London, England. 35% for Metro Toronto. And 19% for Sydney, Australia. While these percentages seem relatively high, Vancouver tops all of them with a whopping 43% of residents with Asian backgrounds.

If you’re not considering or marketing towards your Asian audience, you’ve just lost 43% of your potential customers. Just like that. In Vancouver alone, the population of Chinese residents was 499,175 in 2016. Those with the Chinese languages as their mother tongue were 385,355. In 2018, those numbers have exponentially grown, giving way for a bigger Chinese market to expose your offering to. Considering the vast number of Chinese residents living in Vancouver, it’s unmistakeably important for your business to engage in this niche form of marketing.

Why You Should Invest in Chinese Marketing

So, why is Chinese marketing important for your business? Why should your business focus and engage in it? Well for starters, it’s different than traditional marketing. The format, the style, the message, and obviously, the language is also different. Have you ever seen an ad (or anything for that matter) that doesn’t exactly speak to you or maybe even confuses you? Yup, we’ve all been there, and on the business end, you definitely don’t want your audience to ever feel that way. But by catering your marketing strategies with niche segments, you connect and relate with them on a more personal level. With this, your business resonates with your audience stronger and longer. And who wouldn’t want that? 😌

Another reason? It’s all in the facts and numbers. The sheer amount of individuals living in Vancouver who are Chinese and/or speak Chinese languages are substantial enough that it could actually be detrimental for your business to ignore this market. By ignoring the Chinese market, you are literally crossing off (probably!) millions in profit that could be expended by this segment. And we’re not even accounting for those who live around the world and in China who your business could also be reaching! Speaking of which …

Without a doubt, China is a big player in the global market, if not one of the biggest. In fact, they are the world’s number one trading nation and manufacturer by output. Their GDP growth rate over the past three decades has consistently exceeded 7%. Their household incomes are increasing, with more than 300 million citizens considered middle class. Just to list a few as there are many more facts than we have time for. And with such a big player, their social and economic prowess is transforming businesses. Because of this, you want to make sure that your business jumps on board too before it’s too late. And hey, you don’t ever want to be the last player in the game 😳.

Why Not?

If you were debating before whether to invest in Chinese marketing, I hope you’re debating no more. I mean, all of the reasons point towards a yes, so why not? In fact, it will probably be one of the best decisions you’ve made for business. You can thank me later 😜.

What Does Pinmo Do For Marketers?

The Problem with Digital Advertising

Today’s social media landscape is an absolute monster. Of the internet’s 3.58 billion users, nearly 2.6 billion have some kind of direct social media presence. Facebook, the world’s single largest social platform, alone has nearly 2 billion active users. Twitter serves roughly 330 million people monthly. Beyond that are vast closed-off social media markets in countries like China, with their own native social networks.

For those who know how to take advantage of social network marketing, the potential user base is truly immense. Even if your business niche is extremely specific, millions of potential customers across numerous social networks are there to be found, as long as you can reach them effectively though. This, however, is where the biggest problem with all these potential customers lies, and what marketing professionals around the globe spend millions of company dollars in attempt to navigate.

User engagement rates for conventional social media advertising may benefit from the large audiences Facebook is able to filter and help advertisers target from, but success still relies on convincing people to click your links and buy your products via anonymous (and mysterious) ad targeting algorithms. Their shotgun approach is further hindered by the way ads are delivered – in the form of a formal advertisement with the words “Promoted Post” at the top it works, but only if you have enough money to throw at it.

Potential customers are so saturated by unsolicited ads that they pay ever decreasing levels of attention to what’s being pushed at them by anyone except truly trusted sources.

Pinmo takes a rather different approach to social media marketing that deals with some of these issues in distinctly new ways. This what we’re going to do an overview of now.

What Makes Pinmo Unique

In a nutshell, Pinmo reframes the relationship between you, the marketer, and your target audience on social media by delivering your message to these people in a completely new and far more organic way.

Pinmo does this by creating a hybrid form of marketing that blends organic “word-of-mouth” recommendations with paid advertising in a way that you as a marketer can control, measure and track 24 hours a day for extremely high cost effectiveness. Your message is no longer delivered by “Promoted Advertisement” robots, it’s delivered by actual people to the friends in their personal network.

The most crucial single ingredient to the Pinmo approach is this organic user-generated sharing that the platform is based on. We take all the guesswork about target market niches, keywords, user profiles, user preferences and niche groups out of your hands and place message delivery into the much more effective hands of users themselves. People know how to talk to their Facebook, WeChat, and LinkedIn friends even better than you do.

These paid users then share your content right to their friends organically in the most targeted and trustworthy way possible, based on their intimate knowledge of what someone they know is most likely to appreciate.

These types of shares are of enormous value precisely because they get aimed so naturally. The people sharing your ads and content give them an inherently unique personal twist that turns your marketing into something that’s also theirs, delivered right to their friends in a way that makes it much more meaningful. In essence, we financially incentivize our users with extreme precision to manufacture organic sharing that can be controlled for maximum ROI.

Pinmo vs. Traditional Online Marketing

A good way to appreciate the Pinmo approach to targeted advertising is by comparing what we can do for your marketing vs. the more traditional targeted ad approach. Let’s take a look at the key dynamics at work with both:

Traditional Online Marketing:

  • Constant guessing about how to target ads
  • Unreliable results for the same ads week-over-week
  • Fraudulent clicks and fake users
  • Poor tracking for specific shares and conversions
  • High CPC and CPM
  • Low click-through rates from inefficient targeting
  • Expensive campaigns to compensate for inefficiencies

Pinmo’s Organic Sharing:

  • Total tracking of each share, click and conversion
  • Verified human users
  • Verified organic shares to real people
  • Ads targeted directly to people by their own friends
  • Ads targeted by individualized knowledge of target users
  • All actions verified by tamper-proof blockchain technology
  • Simple payment structure
  • All target market guesswork eliminated

As you can see, Pinmo is far more efficient and much more direct in its approach to spreading your promotional message. As we described above, it hybridizes organic, viral sharing with paid, targeted advertising to manufacture the fully natural version almost perfectly.

Most importantly of all for your bottom line as a marketer, payment is only done for actual performance through our tamper-proof blockchain-based activity tracking and user compensation system. The ads you pay for are those that actually get clicked on by real people who received them from those who know their interests and desires best. On the user end, those users who share your ads are being paid for each click they generate through Pinmo’s own cryptocurrency token.

This token itself is fully exchangeable for real cash and other major cryptocurrencies like Bitcoin, which can themselves also be converted to government-issued money. In other words, the users that are so crucial to spreading your message organically are constantly incentivized to keep doing so as effectively as possible.

To top off the Pinmo platform’s services for marketers even further, we offer our marketing clients a host of tracking and ROI metrics right inside their own easy-to-use dashboard. These include analytics tools that are connected to IBM’s own Watson supercomputer and can use its immense power to help you craft the best performing possible ads for the campaigns your incentivized base of users will share organically.

How It Works

Now that we’ve given you an idea of what makes the incentivized Pinmo process so powerful marketers, let’s get down to the basic nuts and bolts of starting and running a campaign. For most small and medium marketers, doing this is going to be extremely easy.

First and foremost, you’ll need to register on Pinmo as a business. Once you’ve done this through our static desktop site or our iOS and Android-friendly app, you can start creating one or more campaigns for your ads and promotional content inside your personalized Pinmo dashboard.

The dashboard itself can be used to start and adjust a single campaign or handle multiple offerings at the same time. It also offers access to our Watson-powered ad optimization tools and delivers a whole range of metrics for tracking important aspect of campaign ROI. ey features include:

  • Total ad costs
  • Your remaining budget
  • Campaign length
  • Social media platform sharing distribution breakdowns
  • User distribution by geography
  • Cost per click
  • Impressions
  • Total clicks
  • Demographic charts for each social media platform being reached
  • Assorted ad traffic stats

Pinmo Solutions for All Business Sizes

The above covers the essentials of what Pinmo delivers to all of its marketing clients, whether they’re brand-new startups, single page landing sites that launched 24 hours ago, mid-sized companies or major corporations with their own established marketing departments. However, beyond these essentials, different options are available for different client needs.

Most importantly, while small and mid-sized organizations can probably handle effective ad campaigns entirely through Pinmo’s own native platform tools and dashboard features, large companies might not want to entirely abandon their existing advertising structures. We understand this and because of it, we’ve developed a range of enterprise solutions that allow major organizations to integrate the most powerful organic marketing tools and analytics solutions that Pinmo itself offers with their own in-house software tools.

Through this fusion of both, optimization and tracking tools can be integrated with any large organization’s existing ad campaigns for enhancement of analytics and targeted organic ad placement of the kind we specialize in.

The Bottom Line

At its most essential, Pinmo’s platform offers a unique incentive structure for keeping real social media users engaged with your advertising needs and delivering a steady stream of highly targeted, personalized shares to potential customers. Because of this organic aspect, these shares simply can’t be beaten by any conventional online advertising engine in terms of their capacity to generate responsiveness.

What’s more, our tokenized, blockchain-based payment and tracking mechanisms for all of these campaigns ensure that you gain maximum ROI on every dollar you spend while tracking each share, click and conversion down to a real human user and their real human friends.

With Pinmo, you get something genuinely unique regardless of your business size or budget: A completely controllable and scalable organic marketing platform that manufactures viral sharing through a vast and growing network of real human users and their friends.